Skincare as a service

From LoveFilm to office water cooler deliveries, subscription lifestyle services are nothing new. Now, though, they're reaching new heights of intimacy. Belgian startup Raz*War aims to take the tedium out of shopping for razor blade refills, a time-consuming and expensive necessary evil of personal hygiene.

Besides their usual array of shaving kits and blades by the box, the Brussels-based company offers annual subscription plans for home delivery of blade refills.

Dispatches are made quarterly, with the first one including a starter kit with razor, blade box collector and travel bag. Subscription plans start at €27.50 (£23) per year for two blades per month and go up to €75 (£64) per year for two blades per week, for the most obsessive clean-shavers.

In the words of founder Pierre De Nayer, the service, which launched on June 30, aims to "fight against the supremacy of big brands on that market." Not a particularly bloody battle so far, as Gillette doesn't seem to be putting much of a fight in the home deliveries market – yet.